A campaign from the Ad Council, the Truth Initiative and the US Office of National Drug Control Policy brought Americans face-to-face with the perils of opioid addiction.
'The Truth About Opioids' campaign, which was introduced earlier this year, focuses on preventing and reducing misuse of opioids among youth and young adults. The campaign aims to destigmatize addiction by showing it can happen to anybody, quickly.
'Treatment Box,' produced in partnership with 72andSunny, captures the real-life struggle of opioid addiction, withdrawal and treatment. The team filmed three full days of a 26-year-old's treatment experience, and the footage was placed on a multimedia installation in New York City.
The goal was to capture the emotional reaction of passersby viewing the installation and to highlight the importance of treatment.
The National Institute on Drug Abuse reported more than 115 people in America die every day from opioids.
The Substance Abuse and Mental Health Services Administration stated in 2016, 2.5 million people between the ages of 18-25 reported misusing an opioid in the past year.
See the films by clicking on the Creative Works box below.